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A user at the NeoGAF forums spotted this patent filed in July 2011 to do exactly that. The patent is very broad and covers many different systems, but the basic notion is that gameplay will slow down before stopping entirely, an ad will display, the player will become annoyed and vow never to buy the product, and then gameplay will resume.

Ads in video games don’t have to be terrible. There are great avenues for placement in online games, from virtual billboards, TVs, or whatever else. Even putting ads on loading screens or in between levels wouldn’t be that bad, especially if people can get the demographics right.

But some of the mechanisms described in the patent application are probably the worst ways possible to integrate ads into games. It seems to me like ammunition in the patent wars rather than an actual plan – if Sony can claim ownership of the idea of interrupting gameplay for advertisements, it can try to get money out of anyone else who does something similar.

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I play games to immerse myself and escape. No way, no how is this a good idea. Is the main reason why I play PC and console games WAY more than iOS games…the ads, the pop ups…buy, buy, buy. Stay out of my fantasy realm. If stopping gameplay becomes actual…yeah, I’ll stop gaming, or simply play the ones I already have and investigate and buy those games that don’t apply it.

In-game ads as okay as long as they are relevant to the game – and transparent to your play. I don’t look favorably on in-game ads as a way to pile on more cash, at one time Sony considered in-game ads as a way to lower game prices. It looks like this time around its just to add to the already inflated prices of games, which is not wonderful or comfortable to think about.

Will there be a McDonald’s franchise in Skyrim? At what point will these ads become so pervasive that creating games will be hampered by the fact that you have to place your list of advertisers in your game, one way or the other? There’s good, bad and indifferent to this concept – but as much as I feel sorry for the quality and immersion of games if the is takes hold – I also feel for creative students who will have to add marketing to their college program in order to get a job!

Example of acceptable in-game advertising: NHL 12 has dynamic ads in the rinks, just like real rinks do. When it’s logo on the boards or under the ice just like in the real world, it’s not really noticeable or intrusive.

A bad example of in game advertising is these stupid free iOS games that pop up an ad every time you take an action. Been playing Words With friends with my wife, and I have to see an ad after every word I make. Not such a big deal in a shitty little iPhone game, but if that level of intrusiveness was included in a PS3 game, you can bet I’m not buying it.